2. © Readership Institute Promoting Content Better Stacy Lynch Readership Institute www.readership.org

3. © Readership Institute 3-D Readership Driver 1.One of eight imperatives to grow readership 2.Makes the newspaper easy to read – another of the 8 imperatives 3.Promotes positive brand perception – yet another imperative

4. © Readership Institute What Is In-Paper Promotion? Standing brand promotionsStanding brand promotions –Page 1 Flag –Standing how to subscribe boxes Editorial refersEditorial refers –Skyboxes –Rails –See related story on Page 10 House adsHouse ads –General brand, web site, content (editorial and ads)

5. © Readership Institute Why does promotion work?

6. © Readership Institute Reading styles Describe how someone you know (who is not a journalist) reads the paperDescribe how someone you know (who is not a journalist) reads the paper

7. © Readership Institute Heavy Heavy Skimmer Skimmer Selective Selective Sunday heavy Sunday heavy Light Light Sunday heavy only Sunday heavy only Weekday only Weekday only Sunday light Sunday light Nonreader Nonreader 9 Types of Readers

8. © Readership Institute Readership Trends Source: Newspaper Association of America Newspaper Readership Among The Adult Population %

9. © Readership Institute Promotion Reaches At-Risk Readers *upcoming content promotion frequency

10. © Readership Institute Average Daily In-Paper Promotion #1 #2 Focus on these & in this order

11. © Readership Institute Focus Groups Taught Us Ads need to be seen

12. © Readership Institute

13. One Works, One Doesnt

14. © Readership Institute Focus Groups Taught Us Subjects have to be interesting

15. © Readership Institute

17. Focus Groups Taught Us Once you have the steak, make it sizzle

18. © Readership Institute

20. Billboard Sunday Bulldog

21. © Readership Institute Focus Groups Taught Us Promotion helps readers prioritize

22. © Readership Institute

23. Index, Upcoming Combo

24. © Readership Institute

25. Upcoming Milwaukee Journal- Sentinel

26. © Readership Institute Focus Groups Taught Us One size doesnt fit all

27. © Readership Institute

28. Note this ad sent readers backwards in the paper

29. © Readership Institute

30. Rule #1: Promote stuff that readers want to read Dont waste space on the obvious.

31. © Readership Institute

36. Rule #2: Sell, dont tell Short, pithy textShort, pithy text Make it visually interestingMake it visually interesting Keep it simple & clearKeep it simple & clear Sell on benefitsSell on benefits

37. © Readership Institute

40. Tomorrow in Lifestyle, meet the REAL stars of the new Fox drama 24 All this week, Tom Jicha gives you the inside scoop on this seasons hottest shows.

41. © Readership Institute 8 Reasons for 7 Days

42. © Readership Institute Rule #3: Be specific List page numbers, not just sectionsList page numbers, not just sections Go beyond generic fillersGo beyond generic fillers Go beyond section announcementsGo beyond section announcements Say why they should read this storySay why they should read this story

43. © Readership Institute

46. Rule #4: Use existing space better Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler

47. © Readership Institute

48. Best use of space?

49. © Readership Institute Classifieds experiment

50. © Readership Institute Rule #5: Make promotion routine Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler

51. © Readership Institute Billings experiment

52. © Readership Institute Upcoming: Section-by- section Upcoming content is promoted at the bottom of the rail on each section front

53. © Readership Institute Donut Production hurdles

54. © Readership Institute

55. For more resources visit: www.readership.org/resources/reports.htm